Lidl to let shoppers set prices in run up to festive season

It sounds too good to be true, but discount retailer Lidl has announced it is to let its shoppers determine the price of selected products in the run up to Christmas.

In an unprecedented move, the supermarket launched what it has dubbed 'the social price drop' promising to reduce its prices in line with how many customers tweet about a certain product.

A Christmas lobster currently priced at £5.99 is the first item to be offered up for Twitter comment. Customers are being invited use Lidl's Twitter voting system to tweet about the product any time from 8am on Monday, November 21, until 6pm the following day.

The final price of the product will be announced by Lidl across its social media channels on Wednesday, with the new prices implemented across the UK by Saturday.

Each week in the run up to Christmas, a different product will be selected for the 'social price drop' treatment.

Lidl said the scheme aimed to put pricing power in the hands of its customers at what can be an incredibly expensive time of year.